Parole, parole…This favorite (to most of the adult generation) Italian evergreen illustrates very well what PR has become in recent years. Words, words, and more words…The experienced PR professional should be able to talk well, write well, know how, what, when and whom to talk…This is true, but only to some extent. Or more precisely, this is not enough for the PR services now and here. In the 21st century.
Today, PR is the skill to listen to others, to hear and understand what you are offered. Because every word said or emotion expressed in the communication process hides at least one proposal. It can take the form of a question, a search, sorrow, anger, misunderstanding, an offer…The list is endless. And it is only up to us to turn every proposal in a creative communication that opens up new horizons. To find the benefit, and give it to ourselves and the others, and together to continue generating new opportunities. This is PR 21.0
The good PR specialist is an improviser and an exceptional listener. They listen to be able to work with others and to become together the creators of something better and always positive. They listen to be able to create.
There are still people who think that PR can be black, resisting or stopping, and what not. And probably, it could be and certainly, there will always be such people. But this became retro long time ago. And it is not vintage. And definitely, it is not a PR from the 21.0 generation, in which too many words are just not enough.
“I only wish I could find an institute that teaches people how to listen. Business people need to listen at least as much as they need to talk. Too many people fail to realize that real communication goes in both directions.”